2019 FLOOD RECOVERY CAMPAIGN

CAMPAIGN OBECTIVES

AWARENESS

Townsville North Queensland is open for business

CONVERSION

Driving visitation to Townsville North Queensland

EXPERIENCE DEVELOPMENT

Future proofing our industry

PHASE 1IMMEDIATE START (MARCH)

PHASE 2MARCH - JULY

PHASE 3APRIL - DECEMBER

BOOST LOCAL COMMUNITY SENTIMENTCampaign that will run in parallel to tourism activity - building on community support during the flood event to encourage locals to band together, celebrate and be proud of

our home!

TARGET MARKET

PRIMARY TARGET MARKETSDINKS (Double Income No Kids) HVT (High Value Travellers), sourced from Sydney, Melbourne, Brisbane and regional Queensland

50 + aged Empty Nester HVT, sourced from Sydney, Melbourne, Brisbane and regional Queensland*

SECONDARY TARGET MARKETSLocals and Visiting Friends and Family (VFR)

KEY MESSAGING

Townsville North Queensland – Strangers No More

We are united, we are resilient, we are not broken and we are strangers no more – the beautiful people of Townsville North Queensland invite you to uncover why our home is still our

paradise!

PHASE 1: AWARENESS

TODAY SHOW OUTSIDE BROADCAST

Inclusions

• Full Today Show Broadcast from The Strand, Townsville• Weather crosses on Magnetic Island • Pre promotion activity• Today Show social media promotion• Billboard promotion • Queensland holiday deal promotion (Flight Centre)

THE CREW

INFLUENCER PROMOTION“52% of travellers were so influenced by social media that they changed their travel plans” ~ Source: Sprout Social

Objective: Create inspiration and awareness about holidays in Townsville North Queensland and develop authentic social content to drive consideration and story telling.

Inclusions:• Engagement of social media travel influencers to showcase the destination in real time across their

large audiences • Influencers will feature tourism experiences from across the region• Joint image rights on selected images for advertisement development and amplification through

Townsville North Queensland social media platforms

Example:

Influencer Account Paid Social Promotion Web Banners Paid Media

EVENTS CAMPAIGNObjective:

Messaging: Townsville North Queensland is home to world class events in spectacular settings

Targeting: Primary: QLD Secondary: Sydney and Melbourne

Media:Printed inserts in:• Townsville Bulletin - Saturday 02/03• The Australian Brisbane CBD - Saturday 02/03• Mackay Mercury - Saturday 02/03• NT News - Saturday 02/03• Toowoomba Chronicle - Friday 08/03• Cairns Post - Friday 08/03• Gold Coast Bulletin - Friday 15/03

Digital Campaign targeting QLD, Sydney and Melbourne driving views/downloads to the ebook. Phase two will be a retargeting campaign promoting SeaLink holiday packages

Webjet Partnership TEL and Townsville Airport have partnered with Webjet to promote the destination and drive flight bookings using Webjet assets.

Build awareness of the 2019 Events Calendar

Generate views/downloads of the 2019 Events and Insider Guide

Holiday bookings through Webjet and SeaLink Travel packages

iFish Partnership

Inclusions

• 1x 60 minute special episode• 3x 30 minute episodes • Pre promotion • Cross regional promotion

Paul Worsteling presents this young, fresh & vibrant fishing show that travels to all corners of Australia and around the world in search of the ultimate angling experience! With fast-paced fishing action, travelling in the great outdoors and tips for everybody from fishing novices to experienced anglers, IFishwith Tackle World has something for everyone!

Additional Activity

Outdoor Advertising with

Paradise

On-going Social Media Messaging

On-going PR coverage

Event Promotion: Social Advertising driving ticket sales to Tier 1 events

• Groovin The Moo• Townsville 400 Supercars

• Northern Australia Festival of Arts• Australian Festival of Chamber Music

• Strand Ephemera • Townsville Running Festival

• Townsville Triathlon and Multisport Festival• PBR National Finals

• SeaLink Magnetic Island Race Week

PHASE 2: CONVERSION

IGNITE TRAVEL PARTNERSHIP

$4.5M worth of media exposure – promotion of holiday packages from across the region

Anticipated to receive upwards of 3,000 package bookings (across all North Queensland)

Overview• Fully curated and exclusive holiday packages –

bundled with flights, transfers and local experiences

• Target customers early in the demand cycle (66% of customers weren’t thinking of the destination before they saw the advertising)

• Drive destination growth through non-discounted heavy advertising model

• Media channels: print/news, email partnerships, Google Adwords, Bing Ads, Display advertising, social media, website traffic & retail partnerships database (8 million + audience): flight centre exclusives, 7 travel campaign, flybuys campaign and RACQ campaign

AIRLINE PARTNERSHIP (AIRLINE TBC)Objective: Increase flight bookings for leisure holidays from key flight markets (Brisbane, Sydney and Melbourne)

Inclusions:• Tactical sale fare/rate from airline• Integrated media campaign promoting tactical fare• PR coverage and use of airline marketing assets

Example:

PHASE 3: EXPERIENCE DEVELOPMENT

ENHANCING THE REGIONS DIGITAL FOOTPRINTTEL will create, audit and improve content across digital platforms for attractions and operators. This will be done across the following platforms:

• National Parks – Life’s Best Moments Campaign• Google Maps 360• Trip Advisor• ATDW• Air Bnb• Uber• Expedia

EXPERIENCE DEVELOPMENT PROGRAM

Define the region’s DNA and unique

positioning

Mentor program for 15 operators to adapt their product and

experience to better align to destination

story

Implementation of digital infrastructure

and strategies to enhance the visitor

experience and marketing of products

COMMUNITY SENTIMENT CAMPAIGN

It is time to celebrate human tenacity,

help the Townsville community rebuild

and find a new sense of purpose

and love for their city.

We will celebrate what they have already

achieved together, give thanks, and

encourage them to keep going.

Using the power of music we will unite the

people of Townsville once again and give

the community the chance to band

together and rebuild.

A celebration of the

comradery that we have

witnessed over the last few

weeks. We will call on the

people to give thanks to

those that have helped them

get their lives off the lawn,

and get back on their feet.

Local Artist will bring her song to

life: Lives on the Lawn. This song

will be a collaboration with a

Key Australian talent, putting a

spotlight on Townsville and

giving the people the chance to

band together and sing the

chorus.

Finally, in phase three we will encourage the

people of Queensland (drive market) to

holiday in their own backyard and head to

Townsville to experience the sentiment that is

alive in their streets.

We will reunite the people that helped each

other in one key event, inviting the people of

Townsville to the heartbeat of the city once

more for this occasion, and send an invitation

out to key drive markets to ask them to come

and join us.

DO TOWNSVILLE will come alive with local

Towsvillians inviting their neighbours over,

and offering to take them on their ‘local’ tour

of Townsville.

Callout and

distribution

TVC / Film

clip to

promote

song

Song sold

on iTunes

generating

donations

Local

Townsville

’s invited

to sing

Content series that lives across

all media -storied from Townsville residents

Thank You Creative Open for Business CreativeDo Townsville Creative +

Talent Showcase